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The world of digital is constantly evolving, with changes in technology, new tools hitting the market and trends coming and going at record speeds.

2017 will be no exception, and from augmented reality to artificial intelligence, there are plenty of exciting developments to look forward to. Here are three key trends poised to make an impact:

The Rise of AI

Artificial Intelligence (AI) allows for data to be assembled and processed at records speeds, so marketers now have a lot more up-to-date information to go on. With this, you can make informed decisions in real time, allowing you to create more effective campaigns geared towards the right audience.

AI will further help with digital ad optimization, bringing hyper-relevant online ads to customers thanks to better data collection and application. Smarter ads will be one of the biggest uses for AI in 2017, thanks to the opportunity for increased conversions.

For marketers, it could also help to bring about “intelligent content” that relies less on humans and more on the smart usage of technology and data at their disposal. The end aim is to deliver a better customer experience by offering more compelling and personalized information.

As always, Google continues to develop its search algorithm, and AI is helping it to evolve into something more useful and organic for its users. Agencies will need to take note and ensure that they properly optimise their content for smarter search.

The Rise of Virtual and Augmented Reality

While virtual reality (VR) and augmented reality (AR) are nothing new, the obsession with both is just beginning. Pokémon Go showed marketers the real value of AR, with the app earning as much as $10m in daily revenue at its height. The effect this had on the marketing community will indeed show in 2017.

Expect to see more companies implementing both as part of their marketing strategies. In fact, one report by Tech Pro Research found that AR is being considered for future use by 67% of business, and VR by 47%.

It’s already found use in 360 video tours and virtual product demonstrations, but the longer the technology is available, the more creative companies are getting. It’s now also being used by enterprises for prototyping, training, and communication. We expect to see the technology used in ads and games by brands looking to stand out from the competition.

Social Video

Video is cementing itself as the content medium of choice, and with faster internet connections, AI, more efficient data plans and the fact that mobile devices are everywhere, video will continue to evolve in 2017. In particular, social video.

Social video are conversational, “thumb stopper” pieces of content, easily found and shared across social networks and media sites. Sound is optional, and this shareability often leads to high engagement and massive reach, which means a higher chance of video achieving the mythical ‘viral’ status.

Live video streaming is also set to become even bigger, offering users in-the-moment content that allows them to experience events they would otherwise not have access to, on social platforms such as Facebook, including the first Presidential debate.

Thanks to developments in technology, advertisers can now improve their video advertising efforts by using personalised elements when speaking to the recipient. Not only will this help to build trust and humanise the brand, but it will also help towards building relationships, leading to increased response rates and conversions.